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Vodafone has announced it will be withdrawing its sponsorship of cricket and V8 Supercars in Australia.
The decision comes as a significant financial hit to both sports.
The telecommunications company has been the sponsor of the Australia Test team and will again sponsor the home Test series against South Africa this summer, before ending its 11-year partnership with the sport.
The brand has also made a similar mark on the V8 landscape with Triple Eight Engineering's TeamVodafone over the past six years.
That deal will end at the conclusion of the 2012 V8 Supercars Championship season.
In a statement on Thursday afternoon, Cricket Australia thanked Vodafone for their support.
"Like all sports sponsorships, there comes a time when the sponsor achieves its partnership objectives and moves on with new strategic priorities," Mike McKenna, CA's executive general manager (commercial) said.
McKenna said CA was now looking for a new sponsor for the Test team and 2013-14 summer of cricket.
Meanwhile, Triple Eight Race Engineering released a statement thanking the company for their role in a successful partnership, which has delivered three V8 Supercars team championships and three drivers' championships in six years.
The decision comes as a significant financial hit to both sports.
The telecommunications company has been the sponsor of the Australia Test team and will again sponsor the home Test series against South Africa this summer, before ending its 11-year partnership with the sport.
The brand has also made a similar mark on the V8 landscape with Triple Eight Engineering's TeamVodafone over the past six years.
That deal will end at the conclusion of the 2012 V8 Supercars Championship season.
In a statement on Thursday afternoon, Cricket Australia thanked Vodafone for their support.
"Like all sports sponsorships, there comes a time when the sponsor achieves its partnership objectives and moves on with new strategic priorities," Mike McKenna, CA's executive general manager (commercial) said.
McKenna said CA was now looking for a new sponsor for the Test team and 2013-14 summer of cricket.
Meanwhile, Triple Eight Race Engineering released a statement thanking the company for their role in a successful partnership, which has delivered three V8 Supercars team championships and three drivers' championships in six years.
